Windows becomes the latest Best Buy store-in-store

Associated Press

Published 4:02 pm, Thursday, June 13, 2013

NEW YORK — Best Buy is partnering with Microsoft to feature a store-within-a-store for its Windows products, the latest major consumer electronics retailer to acknowledge advantages of the brick-and-mortar format.

The store-within-store will begin opening this month and offer Windows-based PCs, tablets, Xbox and accessories, as well as trained staff to explain Windows 8 to customers.

The move comes as the Minneapolis-based retailer continues to battle the "showrooming" effect, as more and more people browse in stores and then buy items cheaper online. This has led to fears that the big-box store format is growing obsolete.

But major electronics retailers are finding advantage in having a destination where trained sales staff can explain its products to shoppers. Best Buy Co. Inc. has similar store-within-stores for Apple, Samsung and Magnolia products.

"The fact is Best Buy has prime floor space up for grabs, and tech companies want their best offerings in there (along with the customer service), instead of buried on Amazon," he said in a note to clients.

The store rollout in 500 Best Buys in the U.S. and 100 Canadian stores should be complete by September. A similar Windows store will be available Bestbuy.com, with updates on store locations, deals and other information.